Expertise

The NFL’s Biggest Win Didn’t Happen on the Field

By 
Steve Bernstein

Some of the best marketing doesn’t come from the campaign you plan—it comes from the cultural moment you embrace. Here’s how one cultural crossover turned a game into a global conversation.

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Some of the best marketing doesn’t come from the campaign you plan—it comes from the cultural moment you embrace. That’s what makes it powerful. It feels unexpected, organic, and bigger than any media buy could deliver.

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The Kansas City Chiefs have given Kansas City plenty of reasons to cheer these last few years—but maybe their biggest win came off the field. Enter Taylor Swift.

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When she showed up at Arrowhead, she didn’t just change Travis Kelce’s life—she changed the NFL’s audience.

Chiefs owner Clark Hunt has said the team’s fan base has grown nearly 30% since Swift came into the picture, and today the Chiefs’ following is about 57% female—compared to a league average of 46%.

Nationally, the effect was just as striking: TV viewership among girls aged 12–17 spiked 53% after her first appearance, women 18–24 jumped 24%, and women over 35 climbed 34%. And yes, Kelce’s jersey sales skyrocketed more than 400%.

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As marketers, that’s a lesson worth remembering:

Growth doesn’t always come from the campaigns we build, but from recognizing a cultural wave and riding it. The NFL didn’t just get new fans—it built new bonds. That’s brand-building at the highest level.

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And I’ll admit—I’ve experienced it myself. These days, I get to sit on the couch and watch Chiefs games with my daughter. She came for Taylor, but she stayed for Patrick—and I’m not complaining. I’m team Swift all the way.

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Your next audience might already be watching, you just need to join the conversation. We’re here to help you tap into cultural moments and create momentum for growth.

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